New plant based start-up The Meatless Farm Co kickstarts UK launch

  • Pioneers of fresh plant based foods: The Meatless Farm Co is launching exclusively in Sainsbury’s supermarkets with its plant based mince and burger patties, available from mid-October
  • Meat free not taste free: The fresh, not frozen, products use a range of natural ingredients to create an experience that delivers on taste and texture, making it easy to make delicious family favourites with a meat alternative
  • Lovingly made with plants: The products are high in protein, wheat free, gluten free and vegan 

Brand new UK start-up food company, The Meatless Farm Co, has launched its first products in the UK. The 400g fresh mince and two pack 227g fresh burger patties, lovingly made from plants, will be available exclusively in Sainsbury’s from mid-October. The launch comes as the meat alternative market sees annual growth of 15%* and consumer behaviour shifting, with 29% of UK evening meals now not containing meat.*

Made in the UK and perfect for everyday cooking, The Meatless Farm Co has created delicious plant based mince and burgers that are meat-free not taste-free.

Morten Toft Bech, Founder of The Meatless Farm Co, says: “We have spent the past two years developing a product that is delicious and unique in its category. We are entering the market at a time when demand is growing and meat free alternatives are becoming increasingly mainstream. We champion texture and taste, offering an everyday solution for the UK’s 22 million flexitarians wanting to still enjoy family favourite dishes but just eat a little less meat, alongside catering for vegetarians and vegans who are looking for tasty alternatives.”

The Meatless Farm Co is investing in a significant national marketing program and working in partnership with Sainsbury’s to drive consumer awareness and trial. Recent research* shows that women and under 25s are driving the demand for meat-free and The Meatless Farm Co believes that its products will help meet demand and offer the retail sector a brand which stands out from the competition. In addition to being high in protein, just like meat, the mince and burgers are competitively priced against their meat counterparts, offering the trade a credible and desirable choice for meat free sales in-store.

The Meatless Farm Co’s marketing activities include POS, print and online advertising, social media, PR and sampling. The meatless mince and burgers will launch in the meat free fixture.

There is a global shift in the way people eat and the meat alternative market is expected to be worth £3.9bn by 2020*. The Meatless Farm Co is a UK start up business with big ambitions to lead this change, becoming a household name and brand leader in plant based proteins and driving sales value for their retail partners.

The Meatless Farm Co mince and burgers are available exclusively at Sainsbury’s, Mince – 400g, RRP £3.00, Burgers – 227g, RRP £2.50.

For more information, visit: www.meatlessfarm.com